2014 CT Business Plan

For A Better Outdoor Experience
2014
Developed by:
Richard L. P. Solosky, MNM
Adopted by Clean Trails
Board of Directors
7/01/2014
Strategic Business Plan

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StrategicBusinessPlan|6/27/2014
TABLE OF CONTENTS
Table of Contents............................................................................................................... 1
Executive Summary ........................................................................................................... 2
Introducing Clean Trails..................................................................................................... 3
Our Story............................................................................................................................. 3
Guiding Principles .............................................................................................................. 4
The Need ............................................................................................................................ 5
Addressing the Need ......................................................................................................... 6
Theory of Change ............................................................................................................... 6
Environmental Scan........................................................................................................... 7
Programming...................................................................................................................... 8
Progress to Date ..............................................................................................................10
Management and Organization ......................................................................................11
Skills..................................................................................................................................11
Culture ..............................................................................................................................11
Board of Directors............................................................................................................11
Board Member Biographies ............................................................................................11
Advisory Council ...............................................................................................................13
Organizational Goals and Objectives..............................................................................15
Marketing Goals and Objectives.....................................................................................15
Financial Projections........................................................................................................17
Fundraising Strategy........................................................................................................17
Funding Diversification....................................................................................................18
Expense Types..................................................................................................................18
Pro-Forma Financial Projections.....................................................................................20
Professional Support to the Organization ......................................................................22

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EXECUTIVE SUMMARY
Clean Trails is a call to action. We aim to become a national nonprofit organization
dedicated to keeping our wild places and the trails that access those spaces free of litter.
Our plans include development of a national network of trail stewards, educational
programs promoting clean trail etiquette, and advocacy for responsible use.
This dynamic, living document outlines Clean Trails’ objectives, sets targets for growing the
organization, and suggests actions relating to each target. It is a first step toward obtaining
funding to develop a planning grant that will allow the Board of Directors to:
 Conduct a formal needs analysis
 Develop the governance and the financial foundation for the organization
 Create the programming and the associated outcomes measurement systems
necessary to achieve the mission and vision statements
This document will evolve as we receive input from community leaders and prospective
investors.
Studies show the highest indicator that someone will pick up litter is if they witness
someone else picking up litter. Community Based Social Marketing (CBSM) studies are
proving that peer group norms are more powerful than incentives, and when worked in
concert with each other, they can provide impressive behavioral change impacts.
Our plans include development of a national network of trail stewards, as well as,
educational and advocacy programs. Specific areas of service include: developing trail
stewardship networks, awareness programming, Adopt-A-Trail, and Trail Box installation and
maintenance. Our first course of action is to begin building our network by leveraging
existing social media avenues through current channels and by encouraging responsibility
through trailside events and activities.
Clean Trails includes a dynamic cast of philanthropic professionals who understand the
importance that natural wild places bring to our culture as a nation. We welcome your
advice and contributions in your review of our draft business plan, which outlines our
strategy for success.
Contact our Interim Executive Director, Richard L. P. Solosky at rsolosky@CleanTrails.org
with any questions or suggestions and to discuss how we can include you in our list of
collaborators and contributors.

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INTRODUCING CLEAN TRAILS
Love the Land | Lose the Litter
Clean Trails’ is a 501 c) 3 nonprofit organization whose sole purpose is to assist in
promoting a clean outdoors ensuring all visitors to our wild places enjoy an unspoiled
experience. As travelers, it is critical that we not degrade the wildness of the places we visit,
explore, and enjoy; as such, we need to monitor our individual activities and strive to make
those choices which minimize our impact.
In the wake of budget cutbacks and the focus of our public systems on other activities, the
role of maintaining our trails needs to fall upon us, the users. Our objective is to create a
sense of pride and purpose for our trail systems; to keep them as pristine as the wild places
to which they take us.
OUR STORY
Like many of the best ideas, Clean Trails was
more of a slow trickle than a sudden
thunderclap. Steve Jewett was always an avid
hiker and climber, and gradually he became
aware of trash on his favorite trails. He and his
hiking partner, Bill Willoughby began to pick up
items like cigarette butts, candy wrappers, and
water bottle caps on their hikes together; at
first just picking up what they could fit in their
pockets and later carrying a bag with them.
There was still the problem of trash they didn’t
want to touch with their bare hands, so one day
Steve started trying out various types of barbecue tongs. Steve and Bill started to make a
game of it; Bill would spot the trash and Steve would pick it up. If Bill missed a piece, Steve
would point it out with a very loud, “You missed one!” They were having fun, and other
hikers on the trail noticed and wanted to join in on the fun too.
While hiking, Steve and Bill would talk about your typical “save the world” topics, like ending
hunger, homelessness, the world’s economic woes, and especially how their favorite places
were becoming spoiled, so they began to brainstorm about how to motivate others to have
fun while cleaning trails. They wanted to expand the idea to a nationwide movement.

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Both Steve and Bill are serial entrepreneurs, Steve focusing in sales and Bill in marketing.
Using their business knowledge base, they searched for concepts that would allow scaling
nationally. While they hiked, they continually processed their ideas and concepts, validating
some and eliminating those that they found impractical.
Steve and Bill then tested their concepts on hikers they encountered, discussing their
successes and failures to discover which were the most effective and discarding those that
did not work. They applied business and marketing processes to include the newly-learned
information, creating a plan for the successful launch of a sustainable nonprofit organization
called Clean Trails. They envisioned an operation that would be financially stable and not
rely upon continuous fundraising, with a plan that would impact every type of trail, leading to
a cleaner outdoor environment throughout the United States.
Knowing the importance of bringing in smart people who have experience in non-profits,
fundraising and community organizing, Steve and Bill began the search to recruit board
members and advisors. The next task was to bring in volunteers to support the local
outdoor communities. Expanding into colleges, universities and academia, the organization
has been successful in attracting a wide spectrum of hikers, bikers, skiers, snow boarders
and outdoor enthusiasts. We are actively engaged in increasing our membership base and
board and advisor representation.
GUIDING PRINCIPLES
Vision Statement
Create a national network of trail stewards for our pristine wild places, collective community
spaces and access points to our natural wonders.
Mission Statement
Clean Trails promotes harmony with the land by encouraging stewardship and by providing
mechanisms to keep the trail systems that lead to our wild spaces litter-free.
Values
We respect the quality of life that comes from exposure to wild places that have been
created through the forces of nature and which are untrammeled by man. We strive to
protect these places in a positive and open-minded manner while encouraging visitors to
take responsibility for their and others’ actions.

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THE NEED
Clean Trails’ overarching goal is to shift social norms, because the reality is that litter is
increasing and enforcement is not always effective.
The current and future need for Clean Trails is
enormous. Though there are regional differences,
the impact of litter on all trails is growing steadily.
The trails near urban/suburban areas have
experienced the greatest increase in litter, but even
wilderness trails in sensitive areas have seen
degradation. The prevailing perception is that local
or federal agencies are responsible for litter
removal. But, with increased concerns regarding
overhead and with budgets experiencing greater
scrutiny, that assumption is proving erroneous.
The outdoors is an important cornerstone of our
nation’s culture; people want a clean outdoors.
Running, jogging, and trail running were the number
one outdoor activities in 2013 with more than 53
million participants. Road biking, mountain biking
and BMX rank number two with average outings per cyclist / 2.7 billion total outings.
“Outdoor recreation is a growing
and diverse economic super
sector that is a vital cornerstone
of successful communities that
cannot be ignored.”
Outdoor Industry Report, 2012
“More than 140 million
Americans make outdoor
recreation a priority in their daily
lives, proving it with their wallets
by putting $646 billion of their
hard-earned dollars right back
into the economy.”
Outdoor Industry Report, 2012

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Hiking ranks high among outdoor activities at number 5 with 12% of Americans over the age
of 6, or 34.5 million participants per year. Each hiker averages 18 outings for 603 million
total outings, with 2012 estimates at 34,545,000 participants, while participation in
primitive camping has more than doubled and backpacking participants have nearly tripled.
As the number of visitors increase and the amount of wild spaces decrease, the areas
traveled receive more concentrated exposure to impact from humans. This inevitably leads
to an abundance of litter on our trail systems, whether as a result of accidental loss, an
uncaring individual, or an uneducated public.
ADDRESSING THE NEED
THEORY OF CHANGE
The need for action is great and growing, but not unsurmountable. Core to our beliefs is the
notion that people want to do the right things; all they need is a little encouragement or
incentive.
People are naturally responsible; if we encourage people to care for their favorite places, to
pick up after themselves and others, then our trails will become self-sufficient, clean, and
more enjoyable; they need to be shown the way.
Our defined target market is that segment of people who enjoy the outdoors in a pure and
undefiled state. Our work is to motivate people and companies who are willing to restore
and mitigate the quality of the outdoors in order to improve the user experience. Our hope is
that in exchange, they will give us time, expertise, products, services, and supportive
funding.
Our nation is replete with many traditional environmental organizations that have adopted a
somewhat rigid and often unyielding approach to conservationism… don’t do this, don’t do
that. Unfortunately, tactics of this nature, often only appeal to a small and fervent group of
the population of outdoor users. Clean Trails’ ambition is to occupy an optimistic,
complementary position that is unique among environmental action organizations: positive,
supportive, and reinforcing. Our research to date, confirms that this community-based social
marketing approach is not only effective, but essential.
Our message is simple: “What if everyone picked up just one piece of litter?” This avoidance
of confrontational attitude infuses our methodology, education, training, implementation,
and litter advocacy that naturally appeals to everyone.
We believe this philosophy will allow us to grow organically into a national movement that
becomes part of our culture as users of our outdoor wonders.

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ENVIRONMENTAL SCAN
There are many organizations that indirectly participate in this market. Comparative
analyses of other organizations and participants include:
Nationally - Leave No Trace and Tread Lightly,
Locally/Regionally - Get Outdoors Colorado, New York’s Discover Outdoors, I Love a Clean
San Diego, and Coast Keepers.
All “clean up” organizations are indirect competition in that they target the same audience
using different strategies. Each of these organizations is a potential partner in keeping the
outdoors clean. We have found no other non-profit in direct competition to our mission.
In today’s behavioral mindset, because of bias and lack of training, much of the litter found
in the outdoors is passed over. While people recognize their own litter and usually endeavor
to pick it up, often, they will not see the litter left by others. Furthermore, we have learned
that the packaging used in many consumer products for the outdoors may be inadvertently
discarded and left on the trail. Litter is insidious because the perception is that it is limited
in quantity and scale – not in my backyard. The reality is that every trail of every type in the
United States accumulates litter that should be removed.
Social and cultural factors that affect litter in the outdoors include people not thinking of
picking up in the outdoors. Many people believe the government (city, state, and federal)
picks up the litter and it is someone else’s responsibility.
But behavior can be modified; an example of an effective
cultural expectation is for dog owners to pick up dog waste
using the specially designed bags. Most dog owners have
changed their habits and dog waste is less of a problem
than in the past.
Another example is the
golfer’s etiquette to repair
ball marks on the green.
For a very long period of
time, golfers have recognized the responsibility to fix their
own divits and those of others (one of mine and one of
yours). It is not the groundskeeper’s duty to repair the
marks, because the green would look like the “craters of the
moon” in a short period of time.

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These observations provide us with a clear view of a possible future where our national,
regional, and local trail systems can become litter-free.
PROGRAMMING
In achieving our goal of building a sustainable organization with a national network of trail
stewards, our plan focuses on developing programs which address the following areas:
Clean Trails Advocacy
Advocacy is the primary tool through which Clean Trails works to promote natural, pristine,
and litter-free wild-places and the trails that lead to them. We encourage, enable, and
empower our members and other individuals to raise awareness for the disparaging effects
of litter on our local, regional, and national trail systems. Our Clean Trails’ advocacy program
promotes general awareness, responsibility, and educational activities for individuals,
schools, businesses, and organizations. Through our Clean Trails advocates, we provide a
local point of contact for city, county, state, and federal agencies to coordinate for a better
outdoor experience. Assistance to develop the educational materials for this program is
estimated at $10,000.
For more detail on specific activities surrounding our advocacy program, please refer to the
section, Marketing Structure.
Trail Stewardship
Trail stewards comprise our general membership category. Our goal is to claim every
outdoor user as a member of our organization. Membership is simple; all we need is an
email address and a willingness pick up the occasional piece of litter.
We encourage our trail stewards to actively promote our message and personally pledge to
pick up at least one piece of trash each time they are outdoors. Members keep in touch
through our monthly newsletter and social media programs; have the ability to participate in
local events to keep their trails clean; and have fun, while finding satisfaction in being part
of a national movement to improve our nation’s outdoor spaces.
To further develop, implement, and maintain our trail stewardship program will require an
initial investment of $15,000.
Adopt-A-Trail
The Adopt-a-Trail Program takes stewardship to the next level. The core philosophy behind
Adopt-A-Trail is personal responsibility for a particular trail. We ask our trail stewards to

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adopt their favorite trail, assume responsibility for its regular litter maintenance, conduct
awareness events, and post pictures of their accomplishments through social media.
Opportunities also exist for businesses and organizations to participate by adopting a trail.
To participate, we ask they perform the same activities as individuals and in exchange they
receive national recognition for their achievements. Businesses and organizations may also
opt for individual trail signage in exchange for an annual donation. Signage options would
include benefits for the business/organization along with the trail agency.
Funding is required to finalize and implement the Adopt-a-Trail Program. To further develop,
implement, and maintain our Adopt-A-Trail program will require an initial investment of
$15,000. While administration and staffing for all three programs is estimated at an initial
$35,000.
Trailside Litter Reduction System
Our Trail Litter system is designed to promote personal
responsibility and assist individuals and groups in maintaining a
clean trail. The litter system is tailored as required to each specific
outdoor activity to encourage casual participation in removal of
litter from the outdoors. Field testing is complete for the individual
litter tool and ready for full scale production. The Trail Box design
has been field-tested and we have built pre-production prototypes.
Phase one begins commercial production of the individual litter
tool and $10,000 of funding is required for implementation;
including initial production run of at least 2,000; packaging and
shipping as a Kickstarter reward and inventory for boxes in phase
two.
Phase two is an initial effort to set up pre-production and
development of the Trail Litter system. $50,000 of funding is
required for implementation: including design and development
services $15,000; initial production run of 200 units $20,000;
accessories, assembly, packaging and shipping $15,000.
Phase three consists of a pre-commercial production run of 500
Trail Box units, where design and development is estimated at
$5,000; production at $50,000; individual accessories, assembly,
packaging, and shipping at $25,000 for a total investment of
$80,000.

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Phase four is an initial commercial run of 10,000 Trail Box units, estimated at $370,000
including warehousing in the amount of $20,000.
Future Programming
With an eye to the future, we have identified several programming solutions to address
additional environmental considerations. These include developing a compostable trash
bag, which we estimate to develop at a cost of $50,000 and compostable bamboo tongs for
trash collection, where initial design, development, and opening commercial run will cost
$30,000.
PROGRESS TO DATE
 Cleaned Trails: We have successfully inspired groups of people to go off on their own
and clean trails under the banner of “Clean Trails.” People have thanked us for
“cleaning the trails” and after hearing our story have been motivated to become
members.
 Membership Success: By using a limited test market of four test trails and ten events,
we have succeeded in obtaining 3,000 qualified members.
 Installation of Trail Boxes: We have unique trail boxes that have been specially designed
and are installed at our four test trail locations. These special boxes include a dual
dispensary and trail tong holders.
 Recruited Volunteers: Our volunteers have progressed from cleaning trails to leading
trailhead events, adopting trails, recruiting new members, and joining the Advisory
Council and Board of Directors.
 Community Involvement: We are involved in our communities, with program events such
as parks, higher education, and scouting. Our involvement has expanded to thirty-two
states and six countries.
 City of Hope: A national cancer research institute has partnered with Clean Trails for a
series of events. The capstone event is the Climb of Life and in 2014 involved a team
ascending Mount Whitney, the tallest peak in the lower 48 States.

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MANAGEMENT AND ORGANIZATION
SKILLS
Clean Trails has a diverse board that includes deep expertise in nonprofit management,
business, marketing, communications, and entrepreneurship. Most importantly, all
members have a keen awareness and passion for environmental issues.
CULTURE
The Clean Trails culture is a combination of light-hearted fun with a serious mission.
BOARD OF DIRECTORS
The Board of Directors is comprised of four active leaders in their respective communities.
The board is well-positioned for fundraising and takes an active role in financial resource
development, with much experience coming from the fields of nonprofit management,
corporate sales, marketing, corporate training, and financial investing.
An effort is underway to expand the board to seven members specifically from across the
country in order to balance out regional needs. We are also striving to improve the diversity
of the board, from both minority and socio-economic communities, while engaging new
members from the legal and financial communities.
BOARD MEMBER BIOGRAPHIES
Steve Jewett: Founder, President, & Director |San Diego, CA
Steve is a serial entrepreneur and has started four successful
companies in business supplies. He invented two products that
enjoy widespread use. He also held a leadership position in a large
business. Steve grew up in flat Kansas City and moved to Colorado
after catching the ski bug. One thing led to another and he started
climbing “fourteeners”. Steve has climbed all the fourteeners
(peaks over 14,000 feet) in Colorado and most in California.
He has summited Denali although it took two attempts, and
Aconcagua in South America. Steve has also summited peaks all over the Western United
States and in Europe having been over 13,000 feet more than a thousand times. In
addition to climbing, Steve has helped many people in the wilderness as a mountain rescue
volunteer. He led rescue efforts as a mission coordinator in Eagle County, Colorado and

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served as the team’s equipment officer. He has been helping out in the backcountry for
many years and considers the effort to keep the trails clean, his “pay it forward.”
Bill Willoughby: Founder, Secretary, and Director | San Diego, CA
Bill has over 30 years’ experience in international business
development and has senior industry experience in
positions that include digital technology, telecommunications, e-
cycling, industrial manufacturing, and software publishing. Bill is a
third generation native of San Francisco, California. While working
in the telecommunications industry, he lived and traveled
extensively throughout the United States, Europe, and Asia.
While working and living in remote parts of Alaska, he hiked on trails
and has crossed country that few others have traveled. He has also hiked the fabled “Silk
Road” in Southern Thailand to the border of Myanmar. His love for hiking and going places
started at a young age while living in Missoula and Helena, Montana where he would take
long treks into the backcountry.
Bill’s deep connection to the outdoors and conviction for preserving wild places sprung from
these experiences, sparking his commitment to conserving the wilderness for others to
enjoy, leading to his concern to keeping trails free of litter.
Richard L. P. Solosky, MNM: Treasurer, Director, & Interim
Executive Director | Evergreen, CO
Richard has over 25 years of business development and marketing
expertise. He is the founder of two software development
companies and has over 15 years of nonprofit experience serving at
various levels bridging both staff and board functions. He consults
for nonprofits in the areas of marketing, fundraising, and
organizational development; earned a Bachelor of Business
Administration from Western Michigan University; and a Master of
Nonprofit Management from Regis University.
With a natural love of the outdoors and outdoor activities, Richard is an experienced
backcountry skier, mountaineer, rock climber, cyclist and mountain biker, and former
mountain guide; a twelve-year field-active team leader with Alpine Rescue Team, he served
as president, training director, and as chairman of the Rocky Mountain Region of the
Mountain Rescue Association. He has resided in Evergreen, Colorado since 1990.
Richard is an environmentally concerned citizen, who believes that stewardship of both our
wild places and communities is critical to our sustainability.

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Anna DeBattiste: Director | West Chesterfield, NH
Anna is a trainer, facilitator, program developer and writer with 20
years of experience in teambuilding, leadership, and human
resources. Prior to becoming a consultant, she spent ten years as
an in-house human resources generalist in the hospitality, finance
and consumer goods industries.
She left the corporate world in 2001 to become an independent
contractor and freelance writer, and since then has served many
Fortune 500 companies and federal agencies, including Metlife,
Nike, the US Forest Service, the Department of Defense, the Department of Education and
the FDA.
She IS best known for her passion for adventure, and for drawing lessons in leadership and
team work from her experiences as a world traveler, adventure racer, ski instructor and
mountain rescuer. She lives in New Hampshire with her hiking companion, an Australian
Cattledog named Mojave.
ADVISORY COUNCIL
The Advisory Council is currently comprised of individuals from the outdoor community,
providing great insight into programing content and connections to the community. They
consist of the following individuals:
James H. (Jim) Moss, JD: Golden, CO
Jim is a speaker, risk management consultant, and attorney
licensed to practice law in Colorado and Ohio, as well as the
Colorado Federal Courts and the Tenth Circuit Court of Appeals. He
is the author or co-author of six books, including: The Lawyer’s
Adviser; Outdoor Recreation, Travel, and Hospitality Forms; Outdoor
Recreation Insurance and Law; co-author of Legal Liability and Risk
Management in Adventure Tourism. He is a contributing author of
the Boy Scouts Field Book and has also authored a new textbook
coming out this fall, Outdoor Recreation Risk Management,
Insurance and Law.
Jim consults with service oriented industries to decrease their risk of being sued, and says,
“I have dealt with six fatalities that resulted in no litigation and no claims paid. I have been
published in dozens of magazines, journals and newsletters and been quoted in the Wall
Street Journal, the Denver Post, and the Rocky Mountain News. I have made presentations
to Colorado attorneys, the Boy Scouts of America, and the International Conference on

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Outdoor Recreation, the Wilderness Education Association, and federal land management
agencies.”
Jim’s clients range from manufacturers and importers to independent representatives and
retailers, as well as, federal concessionaires. He represents a variety of industry
organizations and companies, including over 100 college and university programs across
the US and Mexico. He is an adjunct professor for Colorado Mountain College where he
teaches Risk Management for Ski Area Operations and is the author of the online curriculum
for that program.
Cody Damon: Boston, MA
Cody’s communication experience spans two decades and has its
roots in television. His first gig was as a high school correspondent
for his local ABC affiliate. After pandering to the camera for
several years he decided to explore script writing and public
relations. With the agency world taking a toll on his hairline he
decided it was time to get back to the books, earning his Masters
in Global Communication from the American University of Paris.
Inspired by his field work in India he returned to the United States
to help non-profits take advantage of digital communication tools.
Cody’s ideas have spawned actionable change for partners such as (RED), NRDC, Cornell
Lab of Ornithology, and Thorn. Cody also serves on the board of directors of Revere Beach
Partnership.
Cody is president of Media Cause and is passionate about the role digital technologies play
in helping non-profits compete for attention. He is proficient across the whole gambit of
social platforms and digital advertising networks, but his true strength lies in the
coordination of all of these channels to form an effective communication strategy for his
clients. Cody resides in Massachusetts and enjoys getting outdoors.

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ORGANIZATIONAL GOALS AND OBJECTIVES
The following objectives have been identified for the years of 2014 - 2016:
2014
 Raise appropriate funding for operations and planning grant
 Develop and implement an intern/volunteer program
 Complete the design of and production of 200 trail boxes
 Produce our first awareness event - Climb of Life 2014
 Increase Board of Directors and Stewardship Council by 3 members
2015
 Expand the Board of Directors to seven and the Stewardship Council to eleven members
 Recruit a permanent executive director
 Establish a national administrative office and five regional stewardship centers
 Develop and formalize membership guidelines and opportunities, while completing
program development and implementation of measurement system for all four core
programs
 Produce second awareness event including fundraising - Climb of Life 2015
2016
 Expand the Adopt-a-Trail Program to 500 locations
 Expand membership of trail stewards to 50,000 individual members
 Produce third awareness event including fundraising - Climb of Life 2016
MARKETING GOALS AND OBJECTIVES
Clean Trails primary marketing goal is to reach every outdoor user in order to promote our
ideals to as large and diversified a group as possible who will donate time, money, or other
resources. This includes a wide range of outdoor users, as well as, businesses and
complementary organizations who embrace the green movement.

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Identification of Target Markets – Organizations that make products that contribute to trail
litter and other civic-minded organizations that want to be known as caring for the great
outdoors. Companies who participate in sales and marketing training events are also
welcome. Any groups or individuals who wish to participate in cleaning a trail are welcome.
The range of outdoor users we seek to touch include those individuals engaged in human
powered activities such as: backpacking, bird watching, boarding, camping, climbing,
cycling, fishing, geocaching, hiking, jogging, hill walking, hunting, distance running, metal
detecting, mountaineering, orienteering, scouting, scuba diving, skiing, snorkeling,
snowshoeing, spelunking, swimming, trekking and walking. We will also target non-human
powered activities such as: horseback riding, motorcycle/ATV riding, and snowmobiling.
Marketing Structure
 Trail Events – Trail events are places to explain and educate people about what Clean
Trails does and a venue to join the organization. Program coordinators will work with
local volunteers and the logistics coordinator to organize positioning of equipment and
materials. Volunteers will forward the collected signup sheets to their Program
Coordinator for input to our contact management database. Trail events may be located
either at the trail head or on a trail.
 Trail Cleanings – Trail cleanings may range from a fully organized event to a single
individual who has adopted a trail.
 Corporate Events - Program coordinators may organize volunteer events at a business, in
the field or at an educational facility. Program coordinators will work with the business
to ensure this is a win for the business.
 Education - Program coordinators may organize volunteer events at a school, in the field
or at other facilities. Program coordinators will work with the school to educate the
future outdoor leaders and to offer internships.
 Team Building – Clean Trails will host team building events to assist businesses and
educational organizations.
 Cobranded Events - with other non-profit organizations such as The City of Hope, Climb of
Life series of events to benefit City of Hope, a national cancer research center and Clean
Trails with the support of the office products industry. It is a series of trailhead events
and trail cleanings by leading companies in the industry with an annual capstone event
held in July.
Marketing Communications
 Social Media – Our social media focus starts on Facebook. Other social media outlets
are our blog, Google+, Pinterest, YouTube, Twitter, and LinkedIn.
 Donated Media – Public service announcements and other donated media will be
utilized to educate and highlight upcoming events.

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 Mass Media - The media coverage of the Clean Trails story shows there is an effective
solution for having a better outdoors. Coverage will highlight the individual’s social
responsibility. Our goal is to create awareness in all media channels and outlets.
 Google AdWords – Utilizing the free Google AdWords program for nonprofits, which will
produce online awareness of Clean Trails with links to social media and websites.
Projected Metrics  
Metrics are being developed to measure marketing effectiveness around the following
marketing activities: events, membership, Google AdWords, and social media analytics.
FINANCIAL PROJECTIONS
This financial plan consists of projections for 2014 through 2016:
FUNDRAISING STRATEGY
The overall financial resource development strategy is to create a broad and diversified
income stream so that a balance exists among funding sources. In the startup phase, a
majority of funding will come from a smaller group of individuals, but as the organization
grows, the goal will be to create a mix of income sources – foundations, corporations,
businesses, program materials, government grants, and individual contributions to provide a
stable revenue stream from year-to-year. This diversification should create an environment
where we are not dependent upon a single source.
0
100000
200000
300000
400000
500000
600000
2014 2015 2016
2014 - 2016 FINANCIAL PROJECTIONS
TOTAL REVENUE
TOTAL EXPENSES

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FUNDING DIVERSIFICATION
2015 Funding Projection
Contributions
Foundation Grants
In-Kind Contributions
Government
Program Material Sales
Special Events
Fees
Contributions
Foundation Grants
Contributions
Foundation Grants
Government
Program Material Sales
Special Events
Fees

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EXPENSE TYPES
2014 Expense Type
Program Expense
Administrative Expense
Fundraising Expense
2015 Expense Type
Program Expense
Fundraising Expense
2016 Expense Type
Program Expense
Fundraising Expense

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PRO-FORMA FINANCIAL PROJECTIONS
2014 2015 2016
SUPPORT AND REVENUE
Contributions
(Individual and Corporate)
$25,000 $100,000 $275,000
Foundation Grants $20,000 $75,000 $50,000
In-Kind Contributions $3,000 $5,000 $10,000
Government $0 $10,000 $25,000
Program Material Sales $0 $25,000 $125,000
Special Events $0 $25,000 $35,000
Fees $0 $5,000 $10,000
TOTAL REVENUE $48,000 $245,000 $530,000
EXPENSES
Wages and Wage Expenses $0 $25,000 $75,000
Programs
Equipment Development $30,000 $75,000 $20,000
Marketing $5,000 $25,000 $50,000
Education and Outreach $2,500 $10,000 $10,000
Product Sales (as COG) $0 $25,000 $140,000
IT Equipment and Networking $250 $2,500 $10,000
Marketing & Business
Development
$0 $2,000 $4,000

21
Office Rental $0 $12,000 $15,000
Furniture and Fixtures $0 $5,000 $4,000
General Administration $1,000 $2,500 $5,000
Trade Shows/Travel $0 $2,000 $5,000
Professional Expenses & Fees
(accounting and attorney)
$3,000 $20,000 $4,000
Insurance (D&O and Liability) $1,400 $1,500 $1,600
Fundraising $500 $5,000 $10,000
Other $1,000 $2,000 $4,000
TOTAL EXPENSES $44,650 $214,500 $357,600
Net Surplus/(Deficit) $3,350 $30,500 $172,400

22
PROFESSIONAL SUPPORT TO THE ORGANIZATION
In addition to the advisory board, which provides keen insight into our program development
and the nonprofit expertise provided by its interim executive director, the organization is
actively pursuing mentoring and professional advisory support in the areas of legal,
financial, and other key corporate functions. Currently, we are receiving advice in the
following areas from the following individuals and firms.
In Kind Services:
 Non-Profit Tax Exemption Services: Foundation Group
 Accounting: Felde & Associate CPA’s
 Marketing, Fundraising, and Organizational Development: Questus Strategies
 Digital Marketing: Media Cause
 Video Production: Go Outside Productions
 Legal Advice: Recreation Law
This document is proprietary and confidential.
No part of this document may be disclosed in any manner to a third party without the prior
written consent of Clean Trails ™

23
2014
This document is proprietary and confidential.
No part of this document may be disclosed
in any manner to a third party without the
prior written consent of Clean Trails ™
We welcome your advice and contributions in your
review of this draft business plan, which outlines our
strategy for success.
To discuss how we can include you as a supporter,
please contact Richard Solosky, Interim Executive
Director, at rsolosky@CleanTrails.org
Visit our website www.cleantrails.org

2014 CT Business Plan

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